Ever wonder how some people succeed on social media? Forbes published an article titled, 19 Things Successful People do on Social Media. Below are some great take-aways financial advisors can apply to their business for success.
They believe they are adding value. You should be thinking of social media as another way in which to provide value to your customers. Don’t just broadcast your own messages. Think about what clients might want to read/learn/hear and share that, instead.
They listen – and are responsive. They monitor, observe, and respond, based on what they learn. They engage. They also take the next step, however, analyzing which updates perform the best and tailoring their social media posts to give people what they want to read or see.
They do not try to dominate every single social network. Pick a few and focus on those. Most often, the top 3 can meet your needs: Facebook, LinkedIn, and Twitter.
They do not focus on one social media network. They find out where their audience is most likely to be and put their focus there. Quality over quantity.
They still use email. Sounds funny, but with the advent of social media, many so-called social media experts claimed email is dead. Far from it! Email is part of what allows a deeper conversation.
They still believe in SEO (Search Engine Optimization). It is just another case of two marketing strategies working better when they are together. Social media posts now show in search results. Social media engagement influences search rankings. SEO can drive more people to your social profiles and posts.
They are genuine. Genuine results do not entail automating all your updates. You might automate some, but without real engagement- real connecting time- you miss out. Sure, you can have 50,000 followers or fans, but will they know you if you call?
They do not send auto DM (Automatic Direct Messaging) to all their new Twitter followers. Auto DMs are incredibly impersonal and perceived as spam by most. Sending auto DMs not only seems inconsiderate, but it also makes you look like a complete newbie who does not understand social media etiquette.
They use hashtags judiciously. Hashtags can be useful for specific events, such as a tweetchat or a live event, but people are not monitoring those tags as often as you think.
They do not believe the hype that prospects are not using social media. According to Pew Research Center, 69 percent of adults use social media.
They publish more quality, not just quantity. If you have read Brian Clark or Jon Morrow at CopyBlogger, you already know about content marketing. The bar is rising for content.
They understand one message does not fit all networks. Tailor each message to each network. Twitter lends itself to greater frequency. Facebook lends itself to longer updates and photos.
Social media leaders do not let friends outsource. You cannot outsource your voice- at least not very well.
They hire interns, but they use them wisely. Social media is not just some throw-away marketing strategy. It is a public face of the company. Would you let an intern do an interview on behalf of your company for a TV spot or article?
Success in social media demands you get personal. There are some high-profile CEOs that people follow, regardless, but most knowledgeable executives understand you have to get personal.
They know social media is not free, but earned. Social media, like any marketing, takes time, which isn’t free. So to be effective in social media, you’ll need to invest in human resources.
They measure social media. You need to track, monitor, and measure.
They know fan/follower growth is secondary to getting paid. Most business owners and executives get on social media to improve their sales and marketing, but at the end of the day, you have a reason, a goal, for being there. That is why fan /follower counts do not matter as much as figuring out how to get people engaged enough to buy. The number of fans/followers does matter, to be clear, but not as much as some egos would have you believe.
They believe in their network and leverage it. Start your social media day with more retweets and shares. You are part of a community, if you are doing this right.
*Advisors – please ensure your use of social media is compliant with your firms’ policies.
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